Ein wunderlichs Gewechs man hat,Von Soltwedel der Alten stad,Der Berber die Vorstadt genand,Gefunden welchs gar niemand kend.In einem Garten gewachsen ist,Bey andern Kreutern ist gewis,Sein Conterfey und recht gestalt,Wird auffm Tittel gezeiget bald,Ein Buch Hoffarts Laster genand,Welches jetzt noch sehr unbekandDarin gewiesen und vermied,Was das gewechse in sich hilt,Mag: Cunaw hats geben an den TagZu Wittemberg druckts Matths Welack,Wer des bedeutung noch nicht weisKauff das Buch lisz mit allem fleis.
Ein wunderlichs Gewechs man hat,Von Soltwedel der Alten stad,Der Berber die Vorstadt genand,Gefunden welchs gar niemand kend.In einem Garten gewachsen ist,Bey andern Kreutern ist gewis,Sein Conterfey und recht gestalt,Wird auffm Tittel gezeiget bald,Ein Buch Hoffarts Laster genand,Welches jetzt noch sehr unbekandDarin gewiesen und vermied,Was das gewechse in sich hilt,Mag: Cunaw hats geben an den TagZu Wittemberg druckts Matths Welack,Wer des bedeutung noch nicht weisKauff das Buch lisz mit allem fleis.
Ein wunderlichs Gewechs man hat,Von Soltwedel der Alten stad,Der Berber die Vorstadt genand,Gefunden welchs gar niemand kend.In einem Garten gewachsen ist,Bey andern Kreutern ist gewis,Sein Conterfey und recht gestalt,Wird auffm Tittel gezeiget bald,Ein Buch Hoffarts Laster genand,Welches jetzt noch sehr unbekandDarin gewiesen und vermied,Was das gewechse in sich hilt,Mag: Cunaw hats geben an den TagZu Wittemberg druckts Matths Welack,Wer des bedeutung noch nicht weisKauff das Buch lisz mit allem fleis.
Though this is an advertisement to all intents and purposes, still it is of the kind now best known amongst those most interested as “puff pars,” and is similar to those that the early booksellers frequently inserted in their works. It is therefore not unlikely that the book in question and the newsletter were printed at the same shop. Another, in fact,theearliest instance of newspaper advertising, is that of Nathaniel Butler; still this also only relates to books. The first genuine miscellaneous advertisements yet discovered occur in a Dutch black-letter newspaper, which was published in the reign of our James I., without name or title. The advertisement in question is inserted at the end of the folio half-sheet which contains the news, November 21, 1626, and, in a type different from the rest of the paper, gives notice that there will be held a sale by auction of articles taken out of prizes, viz., sugar, ivory, pepper, tobacco, and logwood. At that time there appeared two newspapers in Amsterdam, and it is not a little curious that BroerJansz[24]occasionally advertised the books he published in the paper of his rival, which was entitled “Courant from Italy and Germany.” Gradually the advertisements become more frequent, the following being some of them literally translated. The first is from theCourante uyt Italien ende Duytschlandof July 23,1633:—
With the last ships from the East Indies have been brought an elephant, a tiger, and an Indian stag, which are to be seen at the Old Glass house, for the benefit of the poor, where many thousands of people visit them.
With the last ships from the East Indies have been brought an elephant, a tiger, and an Indian stag, which are to be seen at the Old Glass house, for the benefit of the poor, where many thousands of people visit them.
TheHollandsche Mercurius, which was issued more than two hundred years ago, showed great interest in English affairs, especially with regard to the Civil War. It was much inclined to the Royal cause; and when in 1653 Cromwell assumed supreme power, the above was issued as a title, and purported to show the various events which had recently passed in Great Britain.
TheHollandsche Mercurius, which was issued more than two hundred years ago, showed great interest in English affairs, especially with regard to the Civil War. It was much inclined to the Royal cause; and when in 1653 Cromwell assumed supreme power, the above was issued as a title, and purported to show the various events which had recently passed in Great Britain.
Large illustration(440 kB)
The heirs of the late Mr Bernardus Paludanus, Doctor, of the City of Enkhuyzen, will sell his world-famed museum in lots, by public auction, or by private contract, on the 1st of August, 1634.
The heirs of the late Mr Bernardus Paludanus, Doctor, of the City of Enkhuyzen, will sell his world-famed museum in lots, by public auction, or by private contract, on the 1st of August, 1634.
The two following are taken from theTydinghen, the first appearing on May 27,1634:—
The Burgomasters and Council of the town of Utrecht have been pleased to found in this old and famous town, an illustrious school [university], at which will be taught and explained the sacred Theology and Jurisprudence, besides Philosophy, History, and similar sciences. And it will commence and open at Whitsuntide of this present year.
The Burgomasters and Council of the town of Utrecht have been pleased to found in this old and famous town, an illustrious school [university], at which will be taught and explained the sacred Theology and Jurisprudence, besides Philosophy, History, and similar sciences. And it will commence and open at Whitsuntide of this present year.
A few days after, on June 7th, the inauguration of this school is advertised as about to take place on the ensuing Tuesday. There is one instance of an advertisement from a foreign country being inserted in this paper; it runs as follows, and is dated June 2,1635:—
Licentiate Grim, British preacher and professor at the University of Wesel, has published an extensive treatise against all popish scribblers, entitled “Papal Sanctimony,” that is, catholic and authentic proof that Pope John VIII., commonly called Pope Jutte [Joan], was a woman.
Licentiate Grim, British preacher and professor at the University of Wesel, has published an extensive treatise against all popish scribblers, entitled “Papal Sanctimony,” that is, catholic and authentic proof that Pope John VIII., commonly called Pope Jutte [Joan], was a woman.
In England the first bonâ fide attempt at newspaper work was attempted in 1622, when the outbreak of the great Civil War caused an unusual demand to be made for news, and as the appetite grew by what it fed on, this unwonted request for information may be regarded as the fount-spring of that vast machine which “liners” delight to call “the fourth estate.” It was this demand which suggested to one Nathaniel Butler, a bookseller and a pamphleteer of twelve years’ standing, the idea of printing a weekly newspaper from the Venetian gazettes, which used to circulate in manuscript. After one or two preliminary attempts, he acquired sufficient confidence in his publication to issue the followingadvertisement:—
If any gentleman or other accustomed to buy the weekly relations of newes be desirous to continue the same, let them know that the writer, or transcriber rather, of this newes, hath published two former newes, the one dated the 2nd and the other the 13th of August, all of which do carry a like title with the arms of the King of Bohemia on theother side of the title-page, and have dependence one upon another: which manner of writing and printing he doth purpose to continue weekly by God’s assistance from the best and most certain intelligence: farewell, this twenty-three of August, 1622.
If any gentleman or other accustomed to buy the weekly relations of newes be desirous to continue the same, let them know that the writer, or transcriber rather, of this newes, hath published two former newes, the one dated the 2nd and the other the 13th of August, all of which do carry a like title with the arms of the King of Bohemia on theother side of the title-page, and have dependence one upon another: which manner of writing and printing he doth purpose to continue weekly by God’s assistance from the best and most certain intelligence: farewell, this twenty-three of August, 1622.
Like most innovations, this attempt met with an indifferent reception, and was greeted in the literary world with a shower of invective. Even Ben Jonson joined in the outcry, and ridiculed the newspaper office in his “Staple of News,” in which, among other notions, he publishes the paradox, as it now appears to us, that the information contained in the gazette “had ceased to be news by being printed.” Butler’s venture seems to have been anything but a success, and but for the fact that it gave rise to speculation on the subject of newspapers, and laid the foundation of our periodical literature, might, so far at all events as its promoter was concerned, never have had an existence. But the idea lost no ground, and newspapers began to make their way, though they did not assume anything like regularity, or definite shape and character, for nearly half a century. None of these precursors of newspaper history exceeded in size a single small leaf, and the quantity of news contained in fifty of them would be exceeded by a single issue of the present day.
What is generally supposed to be, but is not, the first authenticated advertisement is the following, the political and literary significance of which is apparent at a glance. It appears in theMercurius Politicusfor January1652:—
IRENODIAGRATULATORIA, an Heroick Poem; being a congratulatory panegyrick for my Lord General’s late return, summing up his successes in an exquisite manner.To be sold by John Holden, in the New Exchange, London. Printed by Tho. Newcourt, 1652.
IRENODIAGRATULATORIA, an Heroick Poem; being a congratulatory panegyrick for my Lord General’s late return, summing up his successes in an exquisite manner.
To be sold by John Holden, in the New Exchange, London. Printed by Tho. Newcourt, 1652.
In this chapter we have no intention of giving any specimens beyond those which are striking and characteristic. In subsequent chapters we shall carry the history in an unbroken line to modern times, but our intention is nowto select special instances and specimens of particular interest, and so we pass on to what may be almost considered a landmark in the history of our civilisation and refinement, the introduction of tea. TheMercurius Politicusof September 30, 1658, setsforth—
THATExcellent, and by all Physicians, approved,Chinadrink, called by the ChineansTcha, by other nationsTayaliasTee, is sold at the Sultaness Head Cophee-House, in Sweeting’s Rents, by the Royal Exchange, London.
THATExcellent, and by all Physicians, approved,Chinadrink, called by the ChineansTcha, by other nationsTayaliasTee, is sold at the Sultaness Head Cophee-House, in Sweeting’s Rents, by the Royal Exchange, London.
This announcement then marks an era; it shows that “l’impertinente nouveauté du siècle,” as the French physician, Guy Patin, called it in his furious diatribes, has not only made its advent, but is fighting its way forward. Patin is not without followers even in the present day, many people who would be surprised if accused of wanting in sense believing all “slops” to be causes of degeneracy. It must be observed that this is not the first acquaintance of our countrymen with the Chinese leaf—the advertisement simply shows the progress it is making—as tea is said to have been occasionally sold in England as early as 1635, at the exorbitant price of from £6 to £10 per pound. Thomas Garway, a tobacconist and coffee-house keeper in Exchange Alley, the founder of Garraway’s Coffee-house, was the first who sold and retailed tea, recommending it, as always has been, and always will be the case with new articles of diet, as a panacea for all disorders flesh is heir to. The following shop-bill, being more curious than any historical account we have of the early use of “the cup that cheers but not inebriates,” will be found well worthreading:—
Tea in England hath been sold in the leaf for £6, and sometimes for £10 the pound weight, and in respect of its former scarceness and dearness it hath been only used as a regalia in high treatments and entertainments, and presents made thereof to princes and grandees till the year 1657. The said Garway did purchase a quantity thereof, and first sold the said tea in leaf or drink, made according to the directions of the most knowing merchants into those Eastern countries. On the knowledge of the said Garway’s continued care and industry in obtaining thebest tea, and making drink thereof very many noblemen, physicians, merchants, &c., have ever since sent to him for the said leaf, and daily resort to his house to drink the drink thereof. He sells tea from 16s. to 50s. a pound.
Tea in England hath been sold in the leaf for £6, and sometimes for £10 the pound weight, and in respect of its former scarceness and dearness it hath been only used as a regalia in high treatments and entertainments, and presents made thereof to princes and grandees till the year 1657. The said Garway did purchase a quantity thereof, and first sold the said tea in leaf or drink, made according to the directions of the most knowing merchants into those Eastern countries. On the knowledge of the said Garway’s continued care and industry in obtaining thebest tea, and making drink thereof very many noblemen, physicians, merchants, &c., have ever since sent to him for the said leaf, and daily resort to his house to drink the drink thereof. He sells tea from 16s. to 50s. a pound.
The opposition beverage, coffee—mention is made of the “cophee-house” in the “Tcha” advertisement—had been known in this country some years before, a Turkey merchant of London, of the name of Edwards, having brought the first bag of coffee to London, and his Greek servant, Pasqua Rosee, was the first to open a coffee-house in London. This was in 1652, the time of the Protectorate, and one Jacobs, a Jew, had opened a similar establishment in Oxford a year or two earlier. Pasqua Rosee’s coffee-house was in St Michael’s Alley, Cornhill. One of his original handbills is preserved in the British Museum, and is a curious record of a remarkable social innovation. It is herereprinted:—
THE VERTUE OF THE COFFEE DRINK,First made and publicly sold in England byPASQUA ROSEE.The grain or berry called coffee, groweth upon little trees only in the deserts of Arabia. It is brought from thence and drunk generally throughout all the Grand Seignour’s dominions. It is a simple, innocent thing, composed into a drink, by being dried in an oven, and ground to powder, and boiled up with spring water, and about half a pint of it to be drunk fasting an hour before, and not eating an hour after, and to be taken as hot as can possibly be endured; the which will never fetch the skin of the mouth, or raise any blisters by reason of that heat.The Turk’s drink at meals and other times is usually water, and their diet consists much of fruit; the acidities whereof are very much corrected by this drink.The quality of this drink is cold and dry; and though it be a drier; yet it neither heats nor inflames more than hot posset. It so incloseth the orifice of the stomach, and fortifies the heat within, that it is very good to help digestion; and therefore of great use to be taken about three or four o’clock afternoon, as well as in the morning. It much quickens the spirits, and makes the heart lightsome; it is good against sore eyes, and the better if you hold your head over it and take in thesteam that way. It suppresseth fumes exceedingly, and therefore is good against the head-ache, and will very much stop any defluxion of rheums that distil from the head upon the stomach, and so prevent and help consumptions and the cough of the lungs.It is excellent to prevent and cure the dropsy, gout, and scurvy. It is known by experience to be better than any other drying drink for people in years, or children that have any running humours upon them, as the king’s evil, &c. It is a most excellent remedy against the spleen, hypochondriac winds, and the like. It will prevent drowsiness, and make one fit for business, if one have occasion to watch, and therefore you are not to drink of it after supper, unless you intend to be watchful, for it will hinder sleep for three or four hours.It is observed that in Turkey, where this is generally drunk, that they are not troubled with the stone, gout, dropsy, or scurvy, and that their skins are exceeding clear and white. It is neither laxative nor restringent.Made and Sold in St Michael’s Alley, in Cornhill, by Pasqua Rosee,at the sign of his own head.
THE VERTUE OF THE COFFEE DRINK,First made and publicly sold in England byPASQUA ROSEE.
The grain or berry called coffee, groweth upon little trees only in the deserts of Arabia. It is brought from thence and drunk generally throughout all the Grand Seignour’s dominions. It is a simple, innocent thing, composed into a drink, by being dried in an oven, and ground to powder, and boiled up with spring water, and about half a pint of it to be drunk fasting an hour before, and not eating an hour after, and to be taken as hot as can possibly be endured; the which will never fetch the skin of the mouth, or raise any blisters by reason of that heat.
The Turk’s drink at meals and other times is usually water, and their diet consists much of fruit; the acidities whereof are very much corrected by this drink.
The quality of this drink is cold and dry; and though it be a drier; yet it neither heats nor inflames more than hot posset. It so incloseth the orifice of the stomach, and fortifies the heat within, that it is very good to help digestion; and therefore of great use to be taken about three or four o’clock afternoon, as well as in the morning. It much quickens the spirits, and makes the heart lightsome; it is good against sore eyes, and the better if you hold your head over it and take in thesteam that way. It suppresseth fumes exceedingly, and therefore is good against the head-ache, and will very much stop any defluxion of rheums that distil from the head upon the stomach, and so prevent and help consumptions and the cough of the lungs.
It is excellent to prevent and cure the dropsy, gout, and scurvy. It is known by experience to be better than any other drying drink for people in years, or children that have any running humours upon them, as the king’s evil, &c. It is a most excellent remedy against the spleen, hypochondriac winds, and the like. It will prevent drowsiness, and make one fit for business, if one have occasion to watch, and therefore you are not to drink of it after supper, unless you intend to be watchful, for it will hinder sleep for three or four hours.
It is observed that in Turkey, where this is generally drunk, that they are not troubled with the stone, gout, dropsy, or scurvy, and that their skins are exceeding clear and white. It is neither laxative nor restringent.
Made and Sold in St Michael’s Alley, in Cornhill, by Pasqua Rosee,at the sign of his own head.
In addition to tea and coffee, the introduction and acceptance of which had certainly a most marked influence on the progress of civilisation, may be mentioned a third, which, though extensively used, never became quite so great a favourite as the others. Chocolate, the remaining member of the triad, was introduced into England much about the same period. It had been known in Germany as early as 1624, when Johan Frantz Rauch wrote a treatise against that beverage. In England, however, it seems to have been introduced much later, for in 1657 it was still advertised as a new drink. In thePublick Advertiserof Tuesday, June 16-22, 1657, we find thefollowing:—
INBishopsgate Street, in Queen’s Head Alley, at a Frenchman’s house, is an excellent West India drink, called chocolate, to be sold, where you may have it ready at any time, and also unmade, at reasonable rates.
INBishopsgate Street, in Queen’s Head Alley, at a Frenchman’s house, is an excellent West India drink, called chocolate, to be sold, where you may have it ready at any time, and also unmade, at reasonable rates.
Chocolate never, except among exquisites and women of fashion, made anything of a race with its more sturdy opponents, in this country at all events, for while tea and coffee have become naturalised beverages, chocolate has always retained its foreign prejudices.
In theKingdom’s Intelligencer, a weekly paper published in 1662, are inserted several curious advertisements giving the prices of tea, coffee, chocolate, &c., one of which is asfollows:—
ATthe Coffeehouse in Exchange Alley, is sold by retail the rightcoffee powder, from 4s. to 6s. 8d. per pound, as in goodness; that pounded in a mortar at 2s. 6d. per pound, and that termed the East India berry at 18d. per pound. Also that termed the right Turkey berry, well garbled at 3s. per pound, the ungarbled for lesse, with directions gratis how to make and use the same. Likewise there you may havechocolatta, the ordinary pound boxes at 2s. 6d. per pound; the perfumed from 4s. to 10s. per pound. Alsosherbets, made in Turkie, of lemons, roses, and violets perfumed, andTeaaccording to its goodness. For all which, if any gentleman shall write or send, they shall be sure of the best, as they shall order, and, to avoid deceit, warranted under the house-seal—viz., Morat the Great. Further, all gentlemen that are customers and acquaintance, are (the next New Year’s day), invited at the sign of the Great Turk, at the new coffee house, in Exchange Alley, where coffee will be on free cost.
ATthe Coffeehouse in Exchange Alley, is sold by retail the rightcoffee powder, from 4s. to 6s. 8d. per pound, as in goodness; that pounded in a mortar at 2s. 6d. per pound, and that termed the East India berry at 18d. per pound. Also that termed the right Turkey berry, well garbled at 3s. per pound, the ungarbled for lesse, with directions gratis how to make and use the same. Likewise there you may havechocolatta, the ordinary pound boxes at 2s. 6d. per pound; the perfumed from 4s. to 10s. per pound. Alsosherbets, made in Turkie, of lemons, roses, and violets perfumed, andTeaaccording to its goodness. For all which, if any gentleman shall write or send, they shall be sure of the best, as they shall order, and, to avoid deceit, warranted under the house-seal—viz., Morat the Great. Further, all gentlemen that are customers and acquaintance, are (the next New Year’s day), invited at the sign of the Great Turk, at the new coffee house, in Exchange Alley, where coffee will be on free cost.
Leaving the enticing subject of these new beverages, we find that in May 1657 there appeared a weekly paper which assumed the title of thePublic Advertiser, the first number being dated 19th to 26th May. It was printed for Newcombe, in Thames Street, and consisted almost wholly of advertisements, including the arrivals and departures of ships, and books to be printed. Soon other papers also commenced to insert more and more advertisements, sometimes stuck in the middle of political items, and announcements of marine disasters, murders, marriages, births, and deaths. Most of the notices at this period related to runaway apprentices and black boys, fairs and cockfights, burglaries and highway robberies, stolen horses, lost dogs, swords, and scent-bottles, and the departure of coaches on long journeys into the provinces, and sometimes even as far as Edinburgh. These announcements are not devoid of interest and curiosity for us who live in the days of railways and fast steamers; and so we quotethe following from theMercurius Politicusof April 1,1658:—
FROMthe 26th day of April 1658, there will continue to go Stage Coaches from theGeorgeInn, without Aldersgate,London, unto the several Cities and Towns, for the Rates and at the times hereafter mentioned and declared.Every Monday, Wednesday, and Friday.ToSalisburyin two days for xxs. ToBlandfordandDorchesterin two days and half for xxxs. ToBurportin three days for xxxs. ToExmaster,Hunnington, andExeterin four days for xls.ToStamfordin two days for xxs. ToNewarkin two days and a half for xxvs. ToBawtryin three days for xxxs. ToDoncasterandFerribridgefor xxxvs. ToYorkin four days for xls.MondaysandWednesdaystoOckintonandPlimouthfor ls.EveryMondaytoHelperbyandNorthallertonfor xlvs. ToDarnetonandFerryhilfor ls. ToDurhamfor lvs. ToNewcastlefor iii£.Once every fortnight toEdinburghfor iv£ a peece—Mondays.EveryFriday, toWakefieldin four days, xls.All persons who desire to travel unto the Cities, Towns, and Roads herein hereafter mentioned and expressed, namely—toCoventry,Litchfield,Stone,Namptwich,Chester,Warrington,Wiggan,Chorley,Preston,Gastang,LancasterandKendal; and also toStamford,Grantham,Newark,Tuxford,Bawtrey,Doncaster,Ferriebridge,York,Helperby,Northallerton,Darneton,Ferryhill,Durham, andNewcastle,Wakefield,Leeds, andHalifax; and also toSalisbury,Blandford,Dorchester,Burput,Exmaster,Hunnington, andExeter,Ockinton,Plimouth, andCornwal; let them repair to theGeorgeInn, atHolborn Bridge, London, and thence they shall be in good Coaches with good Horses, upon everyMonday,Wednesday, andFridays, at and for reasonable Rates.
FROMthe 26th day of April 1658, there will continue to go Stage Coaches from theGeorgeInn, without Aldersgate,London, unto the several Cities and Towns, for the Rates and at the times hereafter mentioned and declared.
Every Monday, Wednesday, and Friday.
ToSalisburyin two days for xxs. ToBlandfordandDorchesterin two days and half for xxxs. ToBurportin three days for xxxs. ToExmaster,Hunnington, andExeterin four days for xls.
ToStamfordin two days for xxs. ToNewarkin two days and a half for xxvs. ToBawtryin three days for xxxs. ToDoncasterandFerribridgefor xxxvs. ToYorkin four days for xls.
MondaysandWednesdaystoOckintonandPlimouthfor ls.
EveryMondaytoHelperbyandNorthallertonfor xlvs. ToDarnetonandFerryhilfor ls. ToDurhamfor lvs. ToNewcastlefor iii£.
Once every fortnight toEdinburghfor iv£ a peece—Mondays.
EveryFriday, toWakefieldin four days, xls.
All persons who desire to travel unto the Cities, Towns, and Roads herein hereafter mentioned and expressed, namely—toCoventry,Litchfield,Stone,Namptwich,Chester,Warrington,Wiggan,Chorley,Preston,Gastang,LancasterandKendal; and also toStamford,Grantham,Newark,Tuxford,Bawtrey,Doncaster,Ferriebridge,York,Helperby,Northallerton,Darneton,Ferryhill,Durham, andNewcastle,Wakefield,Leeds, andHalifax; and also toSalisbury,Blandford,Dorchester,Burput,Exmaster,Hunnington, andExeter,Ockinton,Plimouth, andCornwal; let them repair to theGeorgeInn, atHolborn Bridge, London, and thence they shall be in good Coaches with good Horses, upon everyMonday,Wednesday, andFridays, at and for reasonable Rates.
Among the advertisements which prevailed most extensively in those early times, may, as has been remarked, be ranked those of runaway servants, apprentices, and black boys. England at that time swarmed with negro or mulatto boys, which the wealthy used as pages, in imitation of the Italian nobility. They were either imported from the West Indies, or brought from the Peninsula. The first advertisement of a runaway black page we meet with is dated August 11, 1659, but in this instance the article is advertised as“lost,” like a dog, which is after all but natural, the boy being achattel:—
ANegro-boy,about nine years of age, in a gray Searge suit, his hair cut close to his head, was lost on Tuesday last,August 9, at night, in St Nicholas Lane, London. If any one can give notice of him to Mr Tho. Barker, at the Sugar Loaf, in that Lane, they shall be well rewarded for their pains.
ANegro-boy,about nine years of age, in a gray Searge suit, his hair cut close to his head, was lost on Tuesday last,August 9, at night, in St Nicholas Lane, London. If any one can give notice of him to Mr Tho. Barker, at the Sugar Loaf, in that Lane, they shall be well rewarded for their pains.
It is amusing to see, from this advertisement, that the wool of the negro found no grace in the eye of his Puritan master, who cropped the boy’s head as close as his own. Black boys continued in fashion for more than a century after, and were frequently offered for sale, by means of advertisements, in the same manner as slaves used to be, within recent years, in the Southern States of America. Even as late as 1769 sales of human flesh went on in this country. TheGazetteer, April 18, of that year, classes together “for sale at the Bull and Gate, Holborn: a chestnut gelding, a trim-whiskey, and a well-made, good-tempered black boy;” whilst a Liverpool paper of ten years later, October 15, 1779, announces as to be sold by auction, “at George Dunbar’s offices, on Thursday next, 21st inst., at one o’clock, a black boy about fourteen years old, and a large mountain tiger-cat.” This will be news to many blind worshippers of the ideal creature known as “a man and a brother.”
Another curiosity of the advertisement literature of the seventeenth century is the number of servants and apprentices absconding with their masters’ property. Nearly all those dishonest servants must have had appearances such as in these days might lead to conviction first and trial afterwards. First of all, there is scarcely one of them but is “pock-marked,” “pock-pitted,” “pock-fretted,” “pock-holed,” “pit-marked,” or “full of pock-holes,” a fact which furnishes a significant index of the ravages this terrible sickness must have made amongst our ancestors, and offers a conclusive argument—though argument is unfortunately inadmissible among them—to those blatant and illogicalpeople, the opponents of vaccination. Besides the myriads who annually died of small-pox, it would, perhaps, not be an exaggeration to assume that one-fourth of mankind at that time was pock-marked, and not pock-marked as we understand the term. Whole features were destroyed, and a great percentage of blindness was attributable to this cause. Indeed, so accustomed were the people of those times to pock-marked faces, that these familiar inequalities of the facial surface do not appear to have been considered an absolute drawback even upon the charms of a beauty or a beau. Louis XIV. in his younger days was considered one of the handsomest men of France, notwithstanding that he was pock-marked, and La Vallière and some other famous beauties of that period are known to have laboured under the same disadvantage. This is a hard fact which should destroy many of the ideas raised by fiction. The following is a fair specimen of the descriptions of the dangerous classes given in the early part of the latter half of the seventeenth century, and is taken from theMercurius Politicusof May1658:—
ABlack-hairedMaid, of a middle stature, thick set, with big breasts, having her face full marked with the small-pox, calling herself by the name ofNanorAgnes Hobson, did, upon Monday, the 28 of May, about six o’Clock in the morning, steal away from her Ladies house in the Pal-Mall, a mingle-coloured wrought Tabby gown of Deer colour and white; a black striped Sattin Gown with four broad bone-black silk Laces, and a plain black watered French Tabby Gown; Also one Scarlet-coloured and one other Pink-coloured Sarcenet Peticoat, and a white watered Tabby Wastcoat, plain; Several Sarcenet, Mode, and thin black Hoods and Scarfs, several fine Holland Shirts, a laced pair of Cuffs and Dressing, one pair of Pink-coloured Worsted Stockings, a Silver Spoon, a Leather bag, &c. She went away in greyish Cloth Wastcoat turned, and a Pink-coloured Paragon upper Peticoat, with a green Tammy under one. If any shall give notice of this person or things at oneHopkins, a Shoomaker’s, next door to the Vine Tavern, near the Pal-mall end, near Charing Cross, or at MrOstler’s, at the Bull Head in Cornhill, near the Old Exchange, they shall be rewarded for their pains.
ABlack-hairedMaid, of a middle stature, thick set, with big breasts, having her face full marked with the small-pox, calling herself by the name ofNanorAgnes Hobson, did, upon Monday, the 28 of May, about six o’Clock in the morning, steal away from her Ladies house in the Pal-Mall, a mingle-coloured wrought Tabby gown of Deer colour and white; a black striped Sattin Gown with four broad bone-black silk Laces, and a plain black watered French Tabby Gown; Also one Scarlet-coloured and one other Pink-coloured Sarcenet Peticoat, and a white watered Tabby Wastcoat, plain; Several Sarcenet, Mode, and thin black Hoods and Scarfs, several fine Holland Shirts, a laced pair of Cuffs and Dressing, one pair of Pink-coloured Worsted Stockings, a Silver Spoon, a Leather bag, &c. She went away in greyish Cloth Wastcoat turned, and a Pink-coloured Paragon upper Peticoat, with a green Tammy under one. If any shall give notice of this person or things at oneHopkins, a Shoomaker’s, next door to the Vine Tavern, near the Pal-mall end, near Charing Cross, or at MrOstler’s, at the Bull Head in Cornhill, near the Old Exchange, they shall be rewarded for their pains.
In the same style was almost every other description; andthough embarrassed by the quantity as well as quality we have to choose from, we cannot pass over this bit of word-painting, which is rich in description. It is from theMercurius Politicusof July1658:—
ONEEleanor Parker (by birthHaddock), of a Tawny reddish complexion, a pretty long nose, tall of stature, servant toMr Ferderic Howpert, Kentish Town, upon Saturday last, the26th of June, ran away and stole two Silver Spoons; a sweet Tent-work Bag, with gold and silver Lace about it, and lined with Satin; a Bugle work-Cushion, very curiously wrought in all manners of slips and flowers; a Shell cup, with a Lyon’s face, and a Ring of silver in its mouth; besides many other things of considerable value, which she took out of her Mistresses Cabinet, which she broke open; as also some Cloaths and Linen of all sorts, to the value of Ten pounds and upwards. If any one do meet with her and please to secure her, and give notice to the saidFerderic Howpert, or else to MrMalpass, Leather seller, at the Green Dragon, at the upper end of Lawrence Lane, he shall be thankfully rewarded for his pains.
ONEEleanor Parker (by birthHaddock), of a Tawny reddish complexion, a pretty long nose, tall of stature, servant toMr Ferderic Howpert, Kentish Town, upon Saturday last, the26th of June, ran away and stole two Silver Spoons; a sweet Tent-work Bag, with gold and silver Lace about it, and lined with Satin; a Bugle work-Cushion, very curiously wrought in all manners of slips and flowers; a Shell cup, with a Lyon’s face, and a Ring of silver in its mouth; besides many other things of considerable value, which she took out of her Mistresses Cabinet, which she broke open; as also some Cloaths and Linen of all sorts, to the value of Ten pounds and upwards. If any one do meet with her and please to secure her, and give notice to the saidFerderic Howpert, or else to MrMalpass, Leather seller, at the Green Dragon, at the upper end of Lawrence Lane, he shall be thankfully rewarded for his pains.
But besides the ravages of small-pox, the hue and cry raised after felons exhibits an endless catalogue of deformities. Hardly a rogue is described but he is “ugly as sin.” In turning over these musty piles of small quarto newspapers which were read by the men of the seventeenth century, a most ill-favoured crowd of evil-doers springs up around us. The rogues cannot avoid detection, if they venture out among good citizens, for they are branded with marks by which all men may know them. Take the following specimens of “men of the time.” The first is from theLondon Gazetteof January 24-28,1677:—
ONEJohn Jones, a Welchman, servant to Mr Gray, of Whitehall, went away the 27th with £50 of his master’s in silver. He is aged about 25 years, of a middle stature, something thick, a down black look, purblind, between long and round favoured, something pale of complexion, lank, dark, red hair; a hair-coloured large suit on, something light; a bowe nose a little sharp and reddish, almost beetle brow’d and something deaf, given to slabber in his speech. Whoever secures the said servant and brings him to his master, shall have £5 reward.
ONEJohn Jones, a Welchman, servant to Mr Gray, of Whitehall, went away the 27th with £50 of his master’s in silver. He is aged about 25 years, of a middle stature, something thick, a down black look, purblind, between long and round favoured, something pale of complexion, lank, dark, red hair; a hair-coloured large suit on, something light; a bowe nose a little sharp and reddish, almost beetle brow’d and something deaf, given to slabber in his speech. Whoever secures the said servant and brings him to his master, shall have £5 reward.
This portrait was evidently drawn by an admirer; andit is with evident pleasure that the artist, after describing the “lank, dark, red hair,” and the suit like it, returns to the charge, and gives the finishing touches to the comely features. Here is another pair of beauties, whose descriptions appear in theCurrant Intelligence, March 6-9,1682:—
SAMUELSMITH, Scrivener in Grace Church Street, London, about 26 years old, crook-backed, of short stature, red hair, hath a black periwig and sometimes a light one, pale complexion, Pock-holed full face, a mountier cap with a scarlet Ribbon, and one of the same colour on his cravat and sword, a light coloured campaign coat faced with blue shag, in company with his brother John Smith, who has a slit in his nose, a tall lusty man, red hair, a sad grey campaign coat, a lead colour suit lined with red: they were mounted, one on a flea-bitten grey, the other on a light bay horse.
SAMUELSMITH, Scrivener in Grace Church Street, London, about 26 years old, crook-backed, of short stature, red hair, hath a black periwig and sometimes a light one, pale complexion, Pock-holed full face, a mountier cap with a scarlet Ribbon, and one of the same colour on his cravat and sword, a light coloured campaign coat faced with blue shag, in company with his brother John Smith, who has a slit in his nose, a tall lusty man, red hair, a sad grey campaign coat, a lead colour suit lined with red: they were mounted, one on a flea-bitten grey, the other on a light bay horse.
For powers of description this next is worthy of study. It is contemporary with theother:—
WILLIAMWALTON, a tall young man about sixteen years of age, down-look’d, much disfigured with the Small-pox, strait brown hair, black rotten teeth, having an impediment in his speech, in a sad coloured cloth sute, the coat faced with shag, a white hat with a black ribbon on it, went away from his master, &c. &c.
WILLIAMWALTON, a tall young man about sixteen years of age, down-look’d, much disfigured with the Small-pox, strait brown hair, black rotten teeth, having an impediment in his speech, in a sad coloured cloth sute, the coat faced with shag, a white hat with a black ribbon on it, went away from his master, &c. &c.
And so on, as per example; the runaways and missing folk—for all that are advertised are not offenders against the law—seem to have exhausted the whole catalogue of human and inhuman ugliness. By turns the attention of the public is directed to a brown fellow with a long nose, or with full staring grey eyes, countenance very ill-favoured, having lost his right eye, voice loud and shrill, teeth black and rotten, with a wide mouth and a hang-dog look, smutty complexion, a dimple in the top of his nose, or a flat wry nose with a star in it, voice low and disturbed, long visage, down look, and almost every other objectionable peculiarity imaginable. What a milk-and-water being our modern rough is, after all!
Dr Johnson, in a bantering paper on the art of advertising, published in theIdler, No. 40, observes: “The man who first took advantage of the general curiosity that was excitedby a siege or battle to betray the readers of news into the knowledge of the shop where the best puffs and powder were to be sold, was undoubtedly a man of great sagacity, and profound skill in the nature of man. But when he had once shown the way, it was easy to follow him.” Yet it took a considerable time before the mass of traders could be brought to understand the real use of advertising, even as the great Doctor understood it. Even he could hardly have comprehended advertising as it is now. The first man who endeavoured to systematically convince the world of the vast uses which might be made of this medium was Sir Roger L’Estrange. That intelligent speculator, in 1663, obtained an appointment to the new office of “Surveyor of the Imprimery and Printing Presses,” by which was granted to him the sole privilege of writing, printing, and publishing all narratives, advertisements, mercuries, &c. &c., besides all briefs for collections, playbills, quack-salvers’ bills, tickets, &c. &c. On the 1st of August 1663 appeared a paper published by him, under the name of theIntelligencer, and on the 24th of the same month the public were warned against the “petty cozenage” of some of the booksellers, who had persuaded their customers that they could not sell the paper under twopence a sheet, though it was sold to them at about a fourth part of that price. The first number of theNewes(which was also promoted by Sir Roger L’Estrange) appeared September 3, 1663, and, as we are told by Nicholls in his “Literary Anecdotes,” “contained more advertisements of importance than any previous paper.” Still, the benefit of the publicity which might be derived from advertising was so little understood by the trading community of the period, that after the Plague and the Great Fire this really valuable means of acquainting the public with new places of abode, the resumption of business, and the thousand and one changes incidental on such calamities, were almost entirely neglected. Though nearly the entire city had been burnt out, and the citizens mustnecessarily have entered new premises or erected extempore shops, yet hardly any announcements appear in the papers to acquaint the public of the new addresses. TheLondon Gazette, October 11-15, 1666, offered its services, but hardly to any effect; little regard being paid to the followinginvitation:—
Such as have settled in new habitations since the late fire, and desire for the convenience of their correspondence to publish the place of their present abode, or to give notice of goods lost or found, may repair to the corner house in Bloomsbury, or on the east side of the great square [Bloomsbury Square] before the house of the Right Honourable the Lord Treasurer, where there is care taken for the receipt and publication of such advertisements.
Such as have settled in new habitations since the late fire, and desire for the convenience of their correspondence to publish the place of their present abode, or to give notice of goods lost or found, may repair to the corner house in Bloomsbury, or on the east side of the great square [Bloomsbury Square] before the house of the Right Honourable the Lord Treasurer, where there is care taken for the receipt and publication of such advertisements.
Among the very few advertisements relating to those great calamities is the following, produced by the Plague, which is inserted in theIntelligencer, June 22-30,1665:—
THISis to certify that the master of the Cock and Bottle, commonly called the Cock alehouse, at Temple bar, hath dismissed his servants, and shut up his house for this long vacation, intending (God willing) to return at Michaelmas next, so that all persons who have any accounts or farthings belonging to the said house, are desired to repair thither before the 8th of this instant, July, and they shall receive satisfaction.
THISis to certify that the master of the Cock and Bottle, commonly called the Cock alehouse, at Temple bar, hath dismissed his servants, and shut up his house for this long vacation, intending (God willing) to return at Michaelmas next, so that all persons who have any accounts or farthings belonging to the said house, are desired to repair thither before the 8th of this instant, July, and they shall receive satisfaction.
Relating to the Fire, the following from theLondon Gazette, March 12, 1672-73, was thenotification:—
THESEare to give notice that Edward Barlet, Oxford carrier, hath removed his Inn in London from the Swan at Holborn Bridge to the Oxford Arms in Warwick Lane, where he did inne before the Fire. His coaches and waggons going forth on their usual days, Mondays, Wednesdays, and Fridays. He hath also a hearse, with all things convenient to carry a corpse to any part of England.
THESEare to give notice that Edward Barlet, Oxford carrier, hath removed his Inn in London from the Swan at Holborn Bridge to the Oxford Arms in Warwick Lane, where he did inne before the Fire. His coaches and waggons going forth on their usual days, Mondays, Wednesdays, and Fridays. He hath also a hearse, with all things convenient to carry a corpse to any part of England.
There is not, however, a single advertisement relating to any of those temporary conveniences of every kind which invariably arise, as by magic, on any great and unusual emergency. Indeed, about this period, and for a long time after, theLondon Gazette, which was the official organ of the day, appeared frequently without a single advertisement; and till the end of the reign of Charles II., it was only very rarely that that paper contained more than four advertisements of a general kind, very frequently the numberbeing less. The subjects of these were almost exclusively thefts, losses, and runaways. Booksellers’ and quacks’ advertisements were, however, even then frequent in this paper; their announcements always preceded the others, and were printed in a different type.
In 1668 Mr (afterwards Sir) Roger L’Estrange commenced theMercury, or Advertisements concerning Trade, which does not seem to have answered, for it soon became extinct. Some years after, the now well-known scheme of issuing sheets of advertisements gratuitously, trusting for profit to the number of advertisers, was for the first time attempted. The paper started on this principle was called theCity Mercury, and appears to have had a hard struggle for existence, since the publishers thought it necessary to insert in No. 52 (March 30, 1673) a notice of thistenor:—
Notwithstanding this paper has been published so long, there are many persons ignorant of the design and advantage of it. And it every week comes to the hand of some, both in City and Country, that never see it before: For which reason the Publisher thinks himself obliged (that all may have benefit by it), to inform themthat:—1. He gives away everyMondayabove a thousand of them to all theBooksellers,shopsandinns, and most of the principalcoffee-housesinLondonandWestminster. Besides they are now sent to most of the cities and principal towns in England.2. Any person that has anything to insert in it, as thetitlesofbooks,housesorlandto belettorsold,persons removing from one place to another, thingslostorstole,physitians’ advertisements, orinquiriesforhousesorlandsto belettorsold, forplacesor forservants, &c., may bring or send them to the Publisher,Tho. Howkins, inGeorge Yard, in Lombard Street, London, who will carefully insert them at reasonable rates.3. That this way of publishing is much more advantageous than giving awayBillsin the street, is certain, for where there is one of them read, there’s twenty is not; and a thousand of these cannot be supposed to be read by less than twenty times the number of persons; and done for at least the twentieth part of the charge, and with much less trouble and greater success; as has been experienced by many persons that have things inserted in it.
Notwithstanding this paper has been published so long, there are many persons ignorant of the design and advantage of it. And it every week comes to the hand of some, both in City and Country, that never see it before: For which reason the Publisher thinks himself obliged (that all may have benefit by it), to inform themthat:—
1. He gives away everyMondayabove a thousand of them to all theBooksellers,shopsandinns, and most of the principalcoffee-housesinLondonandWestminster. Besides they are now sent to most of the cities and principal towns in England.
2. Any person that has anything to insert in it, as thetitlesofbooks,housesorlandto belettorsold,persons removing from one place to another, thingslostorstole,physitians’ advertisements, orinquiriesforhousesorlandsto belettorsold, forplacesor forservants, &c., may bring or send them to the Publisher,Tho. Howkins, inGeorge Yard, in Lombard Street, London, who will carefully insert them at reasonable rates.
3. That this way of publishing is much more advantageous than giving awayBillsin the street, is certain, for where there is one of them read, there’s twenty is not; and a thousand of these cannot be supposed to be read by less than twenty times the number of persons; and done for at least the twentieth part of the charge, and with much less trouble and greater success; as has been experienced by many persons that have things inserted in it.
This paper lived but a short time; though the fact thatthe proprietor undertook to furnish above a thousand copies per week to booksellers, shops, inns, and coffee-houses in London, and that it was sent to “most of the cities and principal towns in England,” clearly indicates that the trade began to be aware of the advantages to be derived from publicity. Soon afterwards a paper of the same denomination, but published by another speculator, was commenced. Its appearance and purposes were told to the public in the autumn of 1675 by circulars or handbills, one of which has fortunately been stored up in the British Museum. As this curious document gives a comprehensive outline of the system of newspaper advertising, as it appeared to the most advanced thinkers in the reign of Charles II., we reprint it hereinextenso:—
ADVERTISEMENT.WHEREASdivers people are at great expense in printing, publishing, and dispersing of Bills of Advertisements: Observing how practical and Advantagious to Trade and Business, &c. this Method is in parts beyond the Seas.These are to give notice, That all Persons in such cases concerned henceforth may have published in Print in theMercuryorBills of Advertisements,which shall come out every week onThursdaymorning, and be delivered and dispersed in every house where the Bills of Mortallity are received, and elsewhere, the Publications and Advertisements of all the matters following, or any other matter or thing not herein mentioned, that shall relate to the Advancement of Trade, or any lawful business not granted in propriety to any other.Notice of all Goods, Merchandizes, and Ships to be sold, the place where to be seen, and day and hour.Any ships to be let to Freight, and the time of their departure, the place of the Master’s habitation, and where to be spoken with before and after Exchange time.All Ships, their Names, and Burthens, and capacities, and where their Inventaries are to be seen.All other Parcels and Materials or Furniture for shipping in like manner.Any Houses to be Let or Sold, or Mortgaged, with Notes of their Contents.Any Lands or Houses in City or Country, to be Sold or Mortgaged.The Erection, Alteration, or Removal of any Stage-coach, or any common Carrier.Advertisements of any considerable Bargains that are offered.Any curious Invention or Experiment that is to be exposed to the Public view or Sale, may be hereby notified when and where.Hereby Commissioners upon Commissions against Bankrupts may give large notice.In like manner any man may give notice as he pleaseth to his Creditors.Hereby the Settlement or Removal of any Publick Office may be notified.Hereby all School-masters, and School-mistresses, and Boarding-schools, and Riding-schools or Academies, may publish the place where their Schools are kept.And in like manner, where any Bathes or Hot-houses are kept.And the Place or Key at the Waterside, whereto any Hoy or Vessel doth constantly come to bring or carry Goods; as those ofLee,Faversham, andMaidstone, &c.ATthe Office, which is to be kept for the Advertisements, any Person shall be informed (without any Fee) where any Stage-coach stands, where any common Carrier lies, that comes to any Inn within the Bills of Mortallity, and their daies of coming in and going out.In like manner all the accustomed Hoys or Vessels that come to the several Keys from the several Ports ofEngland.All Masters and Owners of the several Stage-coaches, and the Master-Carriers, and the Masters of all the Hoys and Vessels above mentioned, are desired to repair between this andChristmasday next, to the Office kept for the receipt of the Advertisements, to see if no mistakes be in their several daies and rates, that the said Books may be declared perfect, which shall be no charge to the Persons concerned.The Office or Place where any Person may have his desires answered in anything hereby advertised, is kept in St Michael’s Alley in Cornhil, London, right against Williams Coffee-house, where constant attendance every day in the Week shall be given, from Nine in the Morning, to Five in the Evening; to receive the desires of all Persons in matters of this nature, carefully to answer them in the same.With Allowance.LONDON:Printed byAndrew Clark, inAldersgate Street, 1675.
ADVERTISEMENT.
WHEREASdivers people are at great expense in printing, publishing, and dispersing of Bills of Advertisements: Observing how practical and Advantagious to Trade and Business, &c. this Method is in parts beyond the Seas.
These are to give notice, That all Persons in such cases concerned henceforth may have published in Print in theMercuryorBills of Advertisements,which shall come out every week onThursdaymorning, and be delivered and dispersed in every house where the Bills of Mortallity are received, and elsewhere, the Publications and Advertisements of all the matters following, or any other matter or thing not herein mentioned, that shall relate to the Advancement of Trade, or any lawful business not granted in propriety to any other.
Notice of all Goods, Merchandizes, and Ships to be sold, the place where to be seen, and day and hour.
Any ships to be let to Freight, and the time of their departure, the place of the Master’s habitation, and where to be spoken with before and after Exchange time.
All Ships, their Names, and Burthens, and capacities, and where their Inventaries are to be seen.
All other Parcels and Materials or Furniture for shipping in like manner.
Any Houses to be Let or Sold, or Mortgaged, with Notes of their Contents.
Any Lands or Houses in City or Country, to be Sold or Mortgaged.
The Erection, Alteration, or Removal of any Stage-coach, or any common Carrier.
Advertisements of any considerable Bargains that are offered.
Any curious Invention or Experiment that is to be exposed to the Public view or Sale, may be hereby notified when and where.
Hereby Commissioners upon Commissions against Bankrupts may give large notice.
In like manner any man may give notice as he pleaseth to his Creditors.
Hereby the Settlement or Removal of any Publick Office may be notified.
Hereby all School-masters, and School-mistresses, and Boarding-schools, and Riding-schools or Academies, may publish the place where their Schools are kept.
And in like manner, where any Bathes or Hot-houses are kept.
And the Place or Key at the Waterside, whereto any Hoy or Vessel doth constantly come to bring or carry Goods; as those ofLee,Faversham, andMaidstone, &c.
ATthe Office, which is to be kept for the Advertisements, any Person shall be informed (without any Fee) where any Stage-coach stands, where any common Carrier lies, that comes to any Inn within the Bills of Mortallity, and their daies of coming in and going out.
In like manner all the accustomed Hoys or Vessels that come to the several Keys from the several Ports ofEngland.
All Masters and Owners of the several Stage-coaches, and the Master-Carriers, and the Masters of all the Hoys and Vessels above mentioned, are desired to repair between this andChristmasday next, to the Office kept for the receipt of the Advertisements, to see if no mistakes be in their several daies and rates, that the said Books may be declared perfect, which shall be no charge to the Persons concerned.
The Office or Place where any Person may have his desires answered in anything hereby advertised, is kept in St Michael’s Alley in Cornhil, London, right against Williams Coffee-house, where constant attendance every day in the Week shall be given, from Nine in the Morning, to Five in the Evening; to receive the desires of all Persons in matters of this nature, carefully to answer them in the same.
With Allowance.LONDON:Printed byAndrew Clark, inAldersgate Street, 1675.
In accordance with this prospectus, the first number of theCity Mercuryappeared November 4, 1675.
We, who are familiar with the thousand and one tricks resorted to by traders in order to attract attention to their advertisements, may be apt to ridicule the artless manner in which these notices were brought before the public of the seventeenth century. Different types, dividing lines, woodcuts, and other contrivances to catch the wandering eye, were still unknown; and frequently all the advertisements were set forth in one string, without a single break, or even full stop, as in the subjoined specimen from theLoyal Impartial Mercury, November 14-17,1681:—
☞THEHouse in the Strand wherein the Morocco Embassador lately resided is to be let, furnished or unfurnished, intirely or in several parts; a house in Marklane fit for a marchant; also very good lodgings not far from the Royal Exchange, fit for any marchant or gentleman to be let, inquire at the North West corner of the Royal Exchange, and there you may know further; inquiry is made at the said office for places to be Stewards of courts, liberties or franchises, or any office at law, or places to be auditor, or receiver, or steward of the household, or gentleman of horse to any nobleman or gentleman; or places to be clarks to brew-houses, or wharfs, or suchlike; also any person that is willing to buy or sell any estates, annuities, or mortgages, or let, or take any house, or borrow money upon the bottom of ships, may be accommodated at the said office.
☞THEHouse in the Strand wherein the Morocco Embassador lately resided is to be let, furnished or unfurnished, intirely or in several parts; a house in Marklane fit for a marchant; also very good lodgings not far from the Royal Exchange, fit for any marchant or gentleman to be let, inquire at the North West corner of the Royal Exchange, and there you may know further; inquiry is made at the said office for places to be Stewards of courts, liberties or franchises, or any office at law, or places to be auditor, or receiver, or steward of the household, or gentleman of horse to any nobleman or gentleman; or places to be clarks to brew-houses, or wharfs, or suchlike; also any person that is willing to buy or sell any estates, annuities, or mortgages, or let, or take any house, or borrow money upon the bottom of ships, may be accommodated at the said office.
Conciseness was of course necessary when it is recollected that the paper was only a folio half-sheet, though the news was so scanty that the few advertisements were a boon to the reader, and were sure to be read. This was an advantage peculiar to the early advertisers. So long as the papers were small, and the advertisements few in number, the trade announcements were almost more interesting than the news. But when the papers increased in bulk, and advertisements became common, it behoved those who wished to attract special attention to resort to contrivances which would distinguish them from the surrounding crowd of competitors.
The editor of theLondon Mercury, in 1681, evidently with an eye to making his paper a property on the best ofall principles, requests all those who have houses for sale to advertise in his columns, “where,” says he, “farther care will be taken for their disposal than the bare publishing them, by persons who make it their business.” Consequently we frequently meet in this paper with notices of “A delicate House to lett,” agreeably varied with advertisements concerning spruce beer, scurvy grass, Daffy’s elixir, and other specifics. Notwithstanding that the utility of advertising as a means of obtaining publicity was as yet hardly understood, the form of an advertisement, according to modern plans, was, it is curious to observe, frequently adopted at this period to expose sentiments in a veiled manner, or to call attention to public grievances. Thus, for instance, the first numbers of theHeraclitus Ridens, published in 1681, during the effervescence of the Popish plots, contained almost daily one or more of these political satires, of which the following may serve as examples. The first appears February 4.